Strategic Plan For Under Armour
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UnderArmourProgressReport.pptxUnder Armour Progress Report
Ohoud Alfatta, Rob Diorio, Ryan Kelly, Wing Kin Leung, Jiaheng Li
Under Armour Progress Report
Ohoud Alfatta, Rob Diorio, Ryan Kelly, Wing Kin Leung, Jiaheng Li
Under Armour Progress Report
Ohoud Alfatta, Rob Diorio, Ryan Kelly, Wing Kin Leung, Jiaheng Li
Under Armour Progress Report
Ohoud Alfatta, Rob Diorio, Ryan Kelly, Wing Kin Leung, Jiaheng Li
Company Overview
Under Armour was founded on September 25, 1996 by Kevin Plank.
Under Armour, Inc. is an American company that manufactures footwear, sports, and casual apparel.
The Company had approximately 151 factory house stores in North America primarily located in outlet centers throughout the United States.
The global headquarters are located in Baltimore, Maryland.
The Company's segments include North America, consisting of the United States and Canada; Europe, the Middle East and Africa (EMEA); Asia-Pacific; Latin America, and Connected Fitness.
Financial Key Points
Global Scale
To boost its sales and reduce over dependence on the North American market, the company rapidly diversified by establishing new target markets for its apparel and accessories.
The company’s international business grew 46% 2017, Overseas sales now make up about 22%
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The company’s international business grew 46% in 2017.
Overseas sales now make up about 22% of Under Armour’s total business compared to a decline of about 5% on its home field of North America.
The growth has been led by Asia-Pacific, particularly in China, especialy after Chinese cabinet unveiled a blueprint to develop a 5 trillion yuan domestic sports industry by 2025.(Forbes) So the expectation is very high in this region!
The company also has a limited number of stores in Europe. Unlike its competitors, such as Nike and Adidas
Besides, the stores in Europe, Under Armour also sells its products through sports clubs. In Mexico, Chile, and Brazil
Under Armour’s International strategy of the company is mostly focused on marketing and distribution strategies.
Largely depends on the logistics and supply systems to reach out to the global market.
independent website operation.
Factory storehouses.
Cont..
It is essential to understand that the international strategy of the company is mostly focused on marketing and distribution strategies. largely depends on the logistics and supply systems to reach out to the global market.
independent website operation.
For a fact, the independent sites present an opportunity for Under Armour to reduce the expense on factory stores.
Domestic Business
US sales have historically been the key driver of Under Armour’s business
In recent years, domestic sales have been struggling in comparison to international business
Under Armour’s brand reputation has decreased steadily among teens and women (Business Insider)
Other possible reasons for domestic decline include:
Poor inventory management
Focus on performance rather than appearance during the athleisure movement
Lag in technology and smart features
